The glue binding your customers to you isn’t as strong as you think it is. 71% of B2B customers report being willing to switch suppliers whenever necessary. The key to eliminating strategic account defections is to become essential to your customers.



SAMA Academy Chicago
July 18-21, 2022

SAMA's Annual Conference
May 23-25, 2022 | New Orleans, LA

Return on Character® for Sales
Research that brings character science to sales.

SAM Solution Center
Tools, resources and knowledge from experts in the SAMA community.


Knowledge & best-practice sharing

The SAMA community comprises the largest, most diverse community of strategic accounts practitioners in the world, and we mine them continuously for insights and emerging practices.
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Tools to benchmark your program or strategic account managers

Need real data to justify and/or guide investment in your strategic account management initiative? Our individual competency assessment and SAM program assessment will show how you compare to hundreds of other global B2B companies in our database.  Get started


The best strategic and key account managers outperform average ones by a factor of 3X. We have trained thousands of SAMs, KAMs and GAMs to produce outsize growth and profitability by delivering differentiating value to their customers.  Learn more

Connections that matter

Whether you are looking for the what, the how or the who, SAMA can connect you with SAM practitioners who have overcome the exact challenge(s) you’re facing. It’s literally what we’re here for.
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What do pain, snakes and chocolate have in common?

All three are capable of eliciting automatic responses in humans. While you may not be ready to add references to snakes or pain to your decks, you CAN make references to other stimuli shown to produce a reflexive response...things like beauty, altruism or control of one's environment. Learn how in @Carmen Simon's piece on "The Neuroscience of Decision Making," new at the SAMA blog.

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Building and optimizing your diverse, multifunctional “Dream Team”

We are all in a race to attract, develop and retain the best talent for our organizations. Gordon Galzerano, co-founder and managing partner for Timberwilde Consulting Group shares what he learned helping to build, lead and scale Cisco’s next-generation sales and leadership programs.


2022 SAMA Annual Conference:

SAM as the Great Differentiator

“If you want to learn fast,” says Bill Taylor, the legendary co-founder of Fast Company, “learn from strangers.” That's because what's conventional wisdom in one industry may be revolutionary in another – and vice versa. Join the world's largest, cross-industry gathering of strategic account management wonks at the 2022 SAMA Annual Conference. It might just blow your mind!
Learn more and register.

“SAMA provides us access to best practices, training and research in the areas of strategic account management from innovative selling organizations, including our own successful customers who are members as well. Corporate membership has proven to be an excellent investment in building and sustaining a world-class global sales force.”